QMS NZ Switches On its Digital Transaction Platform
In a New Zealand first for large format roadside digital, QMS NZ is launching a Digital Transaction Platform. This is in conjunction with technology leaders The Rubicon Project and leading mobile and digital specialists Digital Commons, who will represent the product in the market.
Operating on a “Guaranteed Orders” principle, advertisers will have the opportunity to buy QMS premium digital inventory nationwide via the Rubicon platform, on an audience impression basis and with complete assurance of brand safety. With the most extensive digital billboard portfolio in the country, and supported by the Auckland Commuter Network, QMS will be able to provide advertisers with multiple options to connect brands with customers with impact, scale and relevance.
The platform is powered by the Datalab, QMS’ pioneering suite of audience measurement and insight tools and continues the company’s ongoing commitment to developing insights that underpin its investment proposition with class leading audience data and analytics. In its current 2.0 form, the Datalab utilises more than 100 billion data points, including extensive mobile device data to identify, understand and segment the Out-of-Home (OOH) audience.
The QMS Digital Transaction Platform has been developed with input from a wide range of stakeholders, and in the latter stages particularly supported by Dentsu Aegis Network who will be the inaugural agency group to transact on the platform.
QMS NZ CEO, Wayne Chapman said, “This is a logical step for us and represents an additional distribution channel to ensure our digital media portfolio is accessible and represented to the widest customer base.”
OOH audiences are connected audiences and it is this natural and growing progression that we believe creates an enormous opportunity for digital OOH to be considered with, and compete for, online investment.
- QMS NZ CEO, Wayne Chapman
Richard Pook, Head of Amplifi at Dentsu Aegis Network commented, “This is an exciting development on the path to fully automated and real-time trading of digital OOH inventory. Transacting via a supply side platform offers increased buying flexibility and efficiency for our clients and an effective way to extend digital audience buying into another media.”
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